Corporate reputations in the US have diminished this year compared to 2017. Only about half of consumers trust companies to do the right thing, down from 62% last year, and just 41% give companies the benefit of the doubt, down from 56% last year.

Companies around the world are facing an ‘authenticity gap’ as they fail to meet customer expectations in key areas that drive authenticity, such as value and customer care. Trouble is, companies are considered the least credible when they’re talking about those particular areas.